There could be various reasons for this:

You haven’t got any ad click that results in complete payments.
Low event match quality since you haven’t set up TikTok click ID
TikTok can’t match the data sent with a user on TikTok, due to the complex purchase journey & purchase window
Your tracking setup is missing something.

💡 Though we’re not directly responsible for attribution to ads reports, we encourage you to reach out to us to double-check your setup & look into the issue.

Related Article:

Install your pixel & turn on Events API for better tracking
Can I put my Shopify pixel (used in the TikTok channel) here?
What’s the difference between Total & Attributed Events in TikTok?
Do you deduplicate pixel & server (Events API) events?
Best practice: Set up CLICK_ID to your Ad URL for better matching & attribution
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